Backstage GCDS RTW Spring 2020

MILAN Italian contemporary streetwear label GCDS has signed a five-year eyewear license with Longarone, Italy-based Marcolin for the design, production and global distribution of the brand’s sun and prescription glasses.

The deal comes into effect in 2020 and runs through 2024.

The first collection under the agreement will bow for spring 2020 and hit GCDS’ flagships, as well as the company’s e-commerce platform, in April. Wholesale distribution through select retailers will start in the second half of the year.

Although the two companies did not reveal any agreement in September, some of the first styles embellished with the GCDS oversize logo appeared on the catwalk at the brand’s fashion show in Milan for spring.

“With this partnership, Marcolin Group is taking a further step towards the diversification of its portfolio. We are certain that both groups will benefit from the positive synergies and are proud to collaborate with GCDS in defining a strategy to strengthen the eyewear segment at an international level,” said Massimo Renon, chief executive officer of Marcolin Group, describing GCDS as “a benchmark in the luxury street style field.”

GCDS ceo Giordano Calza, who cofounded the streetwear label in 2015 with his brother and creative director Giuliano, noted “this partnership represents an important expansion of GCDS’ accessory portfolio. We took the strategic decision to work alongside an Italian partner that is a worldwide eyewear leading company.”

In the past 16 to 18 months, Marcolin has inked deals with seven brands ranging from Bally, Adidas, Sportmax, Max & Co. and Los Angeles-based brand Barton Perreira, diving into the specialty eyewear market, to, most recently, Swatch Group Ltd. for the production and distribution of the eyewear collections of watch labels Longines and Omega. Last month it revealed a deal with BMW Group for sunglasses and optical frames under the BMW, BMW M and BMW M Motorsport labels which is effective from Jan. 1.

Marcolin, which in 2018 posted sales of 482.2 million euros, also manufactures the eyewear collections of international brands including Tom Ford, Moncler, Ermenegildo Zegna, Roberto Cavalli and Dsquared2 to name a few, along with the Marcolin Web label. In an interview with WWD last month, Renon said he expects single-digit growth in 2019 revenues.

Last September, Marcolin confirmed that its venture set up in 2017 with LVMH Moët Hennessy Louis Vuitton under the Thélios moniker would manufacture Dior eyewear collections starting in 2021.